Advances in Economics, Business and Management Research, volume 187

Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)

E-Promotion in The “Kopi Kenangan” Customers’

Purchase Decisions
Echo Perdana Kusumah 1,* Ratih Huriyati 2 Puspo Dewi Dirgantari 3
1
Universitas Pendidikan Indonesia
2
Universitas Pendidikan Indonesia
3
Universitas Pendidikan Indonesia
*
Corresponding author. Email: echopk@upi.edu

ABSTRACT

E-promotions on social media can influence "Kopi Kenangan" customer purchasing decisions. Personal Relevance,
Brand Familiarity, Message, and purchasing decision are variables to be studied, in this case, using the attention
model. This study population is the resident of the city of Bandung, with a sample of 100 respondents. The sampling
technique used is a non-probability sampling. The results showed that the Personal Relevance variable affected
purchasing decisions. Brand familiarity stated that there was an influence on purchasing decisions. The dimension of
message also shows a significant result but indicates a negative result.

Keywords: brand familiarity, e-promotion, message, personal relevance.

1. INTRODUCTION coffee shops are starting common to find everywhere.

The increase of internet users in Indonesia has led to
a shift in marketing technology. Many people explore
the benefits of the internet as a medium to make ends
meet. It also affects the world of online marketing,
undergoing rapid changes, especially in the way
consumers shop. Many offline stores also promote their
goods through online stores. The change in supplier or
consumer behavior is one of the drivers of change in
marketing strategies undertaken by the company [1].
The level of human needs is getting bigger, especially in
technology, causing the emergence of various
technologies that can answer those needs. Information
and communication technology has experienced rapid
development in the last decade [2]. Coffee is a beverage
that is being viral and is considered a contemporary
drink. The coffee menu has existed from previous times.
The only difference is the presented concept. The
purchase of “Kopi Kenangan” can now be done through
an application provided by the company.
Millennial teenagers, both boys, and girls are always
hanging out at coffee shops, which in the end it makes
Plus, the existence of e-promotion so that can be
affordable for consumers. We have many online
theories about consumer behavior, namely Confirmation
Theory of Hope, Innovative Diffusion Theory,
Technology Acceptance Models, Planned Behavior
Theory, Reasoned Action Theory [3]. The company
enables to get more profit when compared with
competitors when doing promotions [4]. The main thing
about how individuals, groups, and organizations
choose, buy, use, and how goods, ser-vices, ideas, or
experiences satisfy consumers' needs and desires [5].
Personal relevance can affect someone's behavior
towards advertising. From the research conducted,
personal relevance influences changes in a person's
behavior in making decisions [6]. They find that
personal relevance influences the decision-making
process of an individual. [7] viewed loyalty as a
commitment held by consumers to buyback. Previous
research has shown the direct effect of Brand familiarity
on online advertising displayed on several websites. [8]
stated in their re-search that the message in commercial
advertisements was focused on delivering information.

Copyright © 2021 The Authors. Published by Atlantis Press International B.V.

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 Advances in Economics, Business and Management Research, volume 187

Brand familiarity (BF) refers to the direct and indirect The buying stage begins long before a new purchase
consumers of a brand [9], [10]. Brand familiarity (BF) is occurs, is carried out, and has a long-standing effect
a necessary construct that can influence consumer after that.
processes. It represents the consumer brand knowledge
Reference [17], the decision to buy taken by the
of the composition that exists in the consumer's
buyer is a collection of several decisions. In
memory. Whereas consumers know that many products
comparison, the indicators in purchasing decisions are
are advertised, there are also exam-ples where
product choice, brand choice, dealer choice, time of
consumers are unfamiliar with the products. The reason
purchase, number of purchases, payment methods [18].
is that they are not advertised, or they are new products
The purchasing decision process consists of five stages:
that consumers are not exposed to [11], [12]. Therefore,
problem recognition, information search, alternative
consumers usually see something that is a trend on
evaluation, purchasing decisions, and post-purchase
Instagram with e-promotion and proves whether e-
behavior [19].
promotion is already optimal and influences purchasing
decisions. Reference [20] explained that the AIDA model is a
model that explains the steps taken by consumers in
E-Promotion describes three parts of the strategy
responding to advertisements. These steps include:
needed for online promotional activities using internet
attention, maintain interest, stimulate the desire, and
media: product and service promotion, website
result in the purchase of products or services (action).
promotion, and domain promotion. The use of the
internet has led and created many marketing
opportunities and increased the effectiveness and 2. METHODS
efficiency of marketing strategies reflected through the This research uses two research methods, namely,
use of E-Promotion techniques, methods, and practices descriptive and verification. Sample measurement is a
to meet consumer needs. Online shopping consumer step to determine the size of the sample taken in
behavior is also called online buying behavior and carrying out a study. The sam-pling technique used is a
Internet shopping/buying behavior. The indicators in the nonprobability sampling [21]. Non-probability sampling
promotion are advertising, personal selling, sales is a sampling technique that does not provide an equal
promotion, publicity [5], indicators in prices, namely: opportunity or change for each member of the
price affordability, price according to ability or price population to be elected as a sample member. Sampling
competitiveness, price conformity with product quality, in this study was determined by quota sampling. The
price conformity with benefits [13]. Personal relevance samples used were 100 consumers where chosen only
can affect someone's behavior towards advertising. for “Kopi Kenangan” consumers. The sampling
From the research conducted, personal relevance technique uses the accidental sampling technique, which
influences changes in a person's behavior in making is a way to obtain samples based on any consumers who
decisions [14] quoted from [6]. They find that personal are coincidentally encountered while conducting
relevance influences the decision-making process of an research.
individual. Brand familiarity (BF) refers to consumers'
level of direct and indirect experience with a brand [9],
3. RESULT AND DISCUSSION
[10]. Brand Familiarity is an important thing that can
affect consumers. This is a brand that is in the Partial influence analysis is used to determine how
consumer's memory. The knowledge that consumers closely the influence of each independent variable with
have about familiar and unknown products depends on the dependent variable. Analysis of partial effects based
the knowledge consumers have in their memories. on the results of SPSS processing show on Table 1.
Consumers may tend to have various types of
associations for known brands. The message factor is Table 1. Coeffients
crucial in making an internet ad. Even some marketers Coefficientsa
try their best to make internet advertising with Standardize
entertainment value to attract the attention of d
Unstandardized Coefficient
consumers. [8] stated in their research that commercial Coefficients s
advertisements' message was focused on delivering in- Std.
Model B Error Beta t Sig.
formation.
1 (Constant) 8.460 3.572 2.368 .020
The focus of consumer decision-making is an Personal 3.288 .420 .739 7.835 .000
Relevance
integration method that combines understanding to Brand .747 .270 .221 2.770 .007
assess two or more alternative actions and determine Familiarity
one of them [15]. Reference [16] revealed that all Message -1.580 .318 -.452 -4.974 .000
customers go beyond five stages: introduction of Dependent Variable: Buying decision
problems, information gathering, alternative assessment,
determination of purchase, and behavior after purchase.

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 Advances in Economics, Business and Management Research, volume 187
Table 2. anova as follow:
Table 2. Anova
ANOVAa
Sum of Mean
Model Squares df Square F Sig.
1 Regression 3078.258 3 1026.086 29.243 .000b
Residual 3368.481 96 35.088
Total 6446.738 99
Dependent Variable: Buying Decision
Predictors: (Constant), Message, Brand Familiarity, Personal
Relevance
The t-test table shows that the Personal Relevance
variable has a significant effect on purchasing decisions,
following the statement of [14] quoted from [6] that
personal relevance affects changes in a person's
behavior in making decisions. Brand familiarity
Variable states that there is an influence on purchasing
decisions. The message variable shows a significant
result, but it indicates a negative result because the
messages conveyed by “Kopi Kenangan” do not show
positive results considering the name of “Kopi
Kenangan” for young people and those over 30,
inappropriate this is different from research [22] on the
Effect of Advertising on Purchasing Decisions. Table 2
above shows that the Personal Relevance, Brand
familiarity, and Message variables positively affect
Purchasing Decisions. From the research conducted,
personal relevance influences changes in a person's
behavior in making decisions [14] quoted from [6].
They find that person-al relevance influences the
decision-making process of an individual. Brand
familiarity (BF) refers to consumers' level of direct and
indirect experience with a brand [9]; [23]. Brand
Familiarity is an important thing that can affect
consumers. This is a brand that is in the consumer's
memory.
The use of the internet has led and created many
marketing opportunities and increased the effectiveness
and efficiency of marketing strategies reflected through
the use of E-Promotion techniques, methods, and
practices to meet consumer needs. Online shopping
consumer behavior is also called online buying behavior
and Internet shopping/buying behavior. Information and
communication technology that has experienced rapid
development in the last decade [2].
4. CONCLUSION
The results showed that online promotion on social
media influenced purchasing decisions for "Kopi
Kenangan". Based on respondents' responses, the
overall implementation of online promotions on social
media "Kopi Kenangan" was excellent. Personal
Relevance variables influence Purchasing Decisions,
Brand familiarity variables have an influence on
Purchasing Decisions, and Message Variables have an
influence on Memories Coffee Purchase Decisions.
Personal relevance variables, brand familiarity,
message, and the dominant variable influencing
consumer decision-making behavior are Personal
Relevance.
ACKNOWLEDGMENT
We would like to thank the Global Conference on
Business, Management and Entrepreneurship
organizers, the Indonesian University of Education,
"Kopi Kenangan" Management, and Sangga Buana
univer-sity leaders for their support.
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